Say Communications - Healthcare Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: Say Communications, London, United Kingdom
Company Description: Based in London, Say Communications is a top 35 UK Technology and top 20 UK Healthcare Consultancy. In recognition for the agency’s performance over the last 12 months Say has jumped 15 places in this year’s PR Week Top 150 PR Consultancies report, following a 16% increase in fee income against an industry average of 11.5%. Say has won numerous awards,
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - Healthcare

Nomination Title: Say Communications & The Infant and Toddler Forum: #RethinkToddlerPortionSizes

Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.TEXT REDACTED FOR PUBLICATION

Genesis

Childhood obesity is a critical issue in the UK, with 22% of children entering school already classifying as obese. This presents major healthcare implications because children who are obese at young ages and remain obese experience elevated risk of numerous problems, including asthma, diabetes and premature death. Many initiatives have been developed to address this crisis. However, most focus on ‘what’ foods young children are eating, overlooking the problem of ‘how much’ food is put on toddlers’ plates. The Infant and Toddler Forum’s (ITF) research found that 79% of parents with children aged 1-4 routinely offer their toddler a bigger portion of food than recommended.

The ITF used this key insight to create a campaign that could give parents a tangible, actionable job to do to stave off childhood obesity, understand and adopt toddler portion sizes. The campaign objectives were:

  • Raise awareness among UK parents of the importance of ‘how much’ is on a toddler’s plate
  • Encourage parents to engage with the issue of portion sizes and rethink the portions they give to their toddlers

Strategy and Development

To achieve these objectives, a scalable, multi-channel media relations campaign based around an interactive Portion Size Table with pictures of 100 meals was developed in order to keep the message as visual and impactful as possible. ITF research on toddler overfeeding was used to supplement this.
To enhance the credibility of the ITF and make both parents and early-years practitioners more receptive to the #RethinkToddlerPortionSizes message, the support of key stakeholders was gained including 4Children, Family Lives and the Pre-school Learning Alliance.

Results

#RethinkToddlerPortionSizes achieved significant reach in the media, with 466 pieces of national, regional, online, broadcast and parenting media coverage. Much of this coverage prominently featured images from the Portion Size Table, and called on parents to visit this resource. In the first ten days of the campaign alone, 169,741 parents visited the table. Those who visited engaged with the education resources, spending, on average, three minutes on the table.

This generated fierce discussion on all social media channels, generating 191,274 engagements and comments. Around 20% of those who commented openly declared the Portion Size Guide ‘useful’ and helpful’ and a ‘handy guide’ to be used daily. This translated into a 66% increase in returning visitors to the Portion Size Table after the campaign – an average of 5,000 monthly unique returning users after the campaign.

The Infant & Toddler Forum is supported by an educational grant from Danone Nutricia Early Life Nutrition. The views and outputs of the group, however, remain independent of Danone Nutricia Early Life Nutrition and its commercial interests.